Abstract:

This paper provides a case study of a radio station in Ireland which faced declining listenership and an associated loss of advertising revenue. The station had broadcast successfully from its launch in 1989 to 1996 but the Measure used yesterday listened had fallen from 48% to 33% in two years with internal tracking anticipating a further drop. Definition of the research problem study methodology and fieldwork are described. As a result of research-based changes listenership figures had Hicreased in April 1999 to 43% one of the highest ever recorded for the station.